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Hypnosis has the power to both fascinate and frighten. There are still many well-educated people who erroneously believe that hypnosis is some form of "sleep.
- Unlimited selling power : how to master hypnotic selling skills.
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Look under the "H" listings in your local telephone advertising directory to verify that almost every city and town in America now has hypnotists working in private practice. They use hypnosis in everything from helping people lose weight, helping them stop smoking, for stress reduction, and in marriage counseling and psychotherapy.
Hypnosis is also used by many dentists for pain control. Someone who is allergic to anesthesia can be hypnotized prior to dental work to block all perceptions of pain. The most recently discovered area for the application of hypnosis is business, management and sales. Of these, the specialization experiencing the greatest growth is sales hypnosis. This is the first book about the exciting and rapidly growing field of sales hypnosis. The experts still disagree about the one "perfect" definition of hypnosis. However, there is little disagreement about its key components.
Many of the key components of hypnotic language, you might be surprised to learn, occur naturally in everyday life. The best way to understand hypnosis is to look at it as a state of greatly increased suggestibility. That is, the hypnotized person is far more susceptible to influence by messages and images. Have you been looking for methods to increase your ability to influence others? If so, you will find that hypnosis has many of the techniques you've been seeking.
Recognizing Hypnosis as a Part of Everyday Life There are different levels of hypnosis which you can observe everyday in your friends and business associates. In light hypnosis, your body may feel relaxed and you might be aware of "day-dreaming. Light hypnosis is a wonderful altered state of awareness for programming your mind so that you can achieve higher levels of success and have more focused energy. People who are in a medium-level hypnotic state are not distracted by outside disturbances, and may also have a semi-glazed or unfocused look in their eyes.
They may be reading a book or pushing a grocery cart and not even respond to a loud noise a few feet away. Medium-level hypnotic states can also be accompanied by very deep levels of relaxation, or a complete lack of awareness of the body. In the deepest levels of hypnosis, you may not even be able to remember what has happened during hypnosis.
You may have what is known as "hypnotic amnesia. At this level of hypnosis, if a person is given an onion and if that person is told it is a delicious apple, he will eat it as if it were an apple. Root canals, amputations and other operations have been performed on people using only deep hypnosis as the anesthesia.
Physical strength can also be significantly increased. Many Olympic-calibre weight lifters and marathon runners use self-hypnosis to increase their abilities to perform and to decrease the perception of pain. While deep hypnosis, or trance hypnosis, is a fascinating subject to study, there is seldom, if ever, any need for this level of hypnosis in sales. Hypnosis is a constantly changing and fluid state. Within five minutes, you or a customer might momentarily drop to a deep level of hypnosis, relive a pleasant memory or association, then rise to a light hypnosis, engage in some conversation, and then drop to a medium level of hypnosis.
If you have ever listened to a sales professional, fallen in love with a product, bought it, and then not remembered why you bought it, you were probably in and out of two or more different levels of hypnosis. There is no conflict between hypnosis and reason. That is, you or one of your customers can be both highly rational and can also be in a hypnotic state.
The hypnosis may trigger the powers of the imagination, but it will not overrule logic and reason.
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You cannot, for example, hypnotize someone and tell them to commit murder. You can't and wouldn't want to hypnotize someone and tell them to buy a product they don't want or need. They won't buy it. However, if someone does want a product and does need it, hypnosis will give you an extra edge in selling it.
It is the edge that sales superstars have had for many, many years--and now you can learn how it is done.
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When you communicate a message hypnotically , that message is more likely to bypass the listener's conscious defenses. The hypnotic message goes more directly to the prospect's subconscious mind. Communications researchers have found that there are four distinct ways of sending these messages or suggestions, and these are explained in the following section. Four Ways to Send Practically Irresistible Suggestions When people use Verbal Suggestions, they use words in a very direct fashion to make suggestions. While this form of suggestion is the most commonly used, it is not necessarily the most powerful.
Let's look at some examples from classical hypnosis, from everyday life, and from sales. These suggestions set up expectations. They work because people get what they think they are going to get out of an experience. They work because thoughts can become self-fulfilling prophecies. If someone thinks they will like something, chances are they will like it.
If they doubt they will like it, chances are they won't like it. The choice of words and the ordering of words in verbal suggestions has the power to change the way people think. Napoleon said, "We rule men with words. The scripting of important presentations is now being done on a widespread basis by people in many different professions including lawyers , and nowadays even our President is scripted before every major speech. To be successful in sales, it is essential to understand the psychology of verbal suggestion.
Verbal suggestion is what gives you the power to influence how a customer or prospect thinks. You earn your living based on your powers of verbal suggestion. As you will see, the suggestions that sales superstars make are planted in an elegant and nearly invisible way. Customers end up with the feeling that, "It was my idea to buy this! I wasn't sold anything--I bought it! While the words you use in verbal suggestions are crucial, they are not the entire picture. Presentation style is also vital. In the coming chapters, you will learn verbal presentation techniques to add hypnotic impact to nearly all of your messages.
Why isn't direct suggestion more powerful? Because its content is easily recognizable. Direct suggestions are the kind of suggestions most salespeople make--and they are the kind of suggestions customers have the most defenses against. Prospects and customers develop a variety of sophisticated filters which screen out many forms of direct suggestion. The other forms of suggestion that you will learn about here by-pass the majority of filters that customers possess. Filters are by-passed because these other forms of suggestion seem almost "invisible" on the surface.
Yet, on the subconscious or subliminal level, they have a tremendous positive impact. The second type of suggestion is Non-Verbal. Selected gestures and facial expressions add hypnotic impact and emphasis to messages. For example, when you watch a skilled actor in a fascinating film, you can become almost completely mesmerized by the performance.
You lose all perception of time. Before you know it, another half-hour has gone by. You may even lose awareness of your body, and your foot or your leg may fall asleep. You entered a hypnotic state of deeply focused attention and heightened suggestibility. Non-verbal suggestion is a tool used by both skilled actors and top salespeople.
One very powerful way of using non-verbal suggestion is to match or mirror the body language of your customer. We all trust people like ourselves, and by matching your customer's body language, you are sending a message of "I am like you are. On a subliminal level, the customer feels in harmony with you.
When you adopt the body language of your customer, you are telling him or her on a non-verbal level that you have something in common. One of the classic methods of inducing hypnosis, which has been in use for at least one-hundred years, involves having a patient look into a mirror while the hypnotist counts backward and tells stories. When you match or mirror a customer's body language, you are sending back a hypnotic mirror image to that customer.
Many customers look for differences in salespeople. They avoid buying by telling themselves, "The salesman is different from me. He is trying to sell me something. Psychological research tells us that people cannot resist themselves or their own actions. Besides matching or mirroring body language, you can induce hypnosis with your smile. The smile works by sending a powerful non-verbal message of "Let's be friends," and "Let's get closer.
Gerhard Gschwandtner: List of Books by Author Gerhard Gschwandtner
Like Sonny, you should remind yourself to use your smile strategically as a form of non-verbal suggestion from the very first moment you meet a prospect or customer. Intraverbal Suggestions, the third form of suggestion, come from intonations and voice inflections.
When a hypnotist uses the word "sleep," he usually pronounces it in a soft deep voice and extends it out into "sssssssslllllllleeeeeeeeppppppppp. In the same way, sales professionals turn certain words into action commands by changing the intonations: He has an immediate positive experience of his wife's happiness. If the salesman just spit the words out, they would have little effect. It is the intraverbal suggestion that gives them all their power. Your voice inflections can actually trigger happiness in the listener in the instant he hears such a suggestion!
The intonations given to a word can change its impact and meaning degrees. A word can send totally opposite messages strictly as a result of intraverbal factors. Never in a million years! In this book, you will learn not just how to craft hypnotic messages, but also how to say them. Extraverbal Suggestions, the fourth type of suggestion, allow one to " speak between the lines. Skillfully arranged, the sum total is much more powerful than the individual units. Extraverbal suggestions can be incredibly powerful because the listener ends up thinking the action was strictly his or her own idea.
This works because no one is very good at resisting his own thought processes. Let's say you want to get someone to stand up. If you tell him, "Stand up," using simple direct suggestion, you will probably trigger a critical attitude and resistance. But, if you use the power of extraverbal suggestion and softly ask, " Are you a little tired of sitting down?
Try this yourself with a friend, and see how easily it works. This extraverbal suggestion works because there is nothing to resist. It triggers a thought the other person probably already had in his subconscious mind. Your words simply take that subconscious thought and turn it into an action. Extraverbal suggestion is powerful because, properly delivered, it is "invisible. Extraverbal suggestion can even result in hyper-suggestibility because the listener thinks that all the ideas he is acting on are his own.
He engages in action after action because "he thought of it" and because he wants to do what he thought of. In this book, we'll teach you how to use extraverbal suggestion by combining sales scripts with skillful presentation techniques on how to say those scripts. How to Profit from the Rich History of Hypnosis Few people know that hypnosis has been used for thousands of years to influence, persuade and heal human beings.
History shows that hypnosis has long been used as a valid tool for changing human attitudes and behaviors. The recent view of hypnosis as a carnival act or entertainment trick is just a brief historical fad, and serious practitioners of hypnosis hope these silly uses of hypnosis quickly fall out of favor. Temples in ancient Egypt contain engravings showing people in hypnotic trances. Some of the most beautiful engravings show Isis, Nature Goddess of the Nile, using hypnosis. Other fascinating engravings record how the High Priest of Khem used mass hypnosis to calm the hysteria of thousands of citizens!
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Chiron was one of the most respected physicians in ancient Greece. An engraving that dates back to almost one-thousand years before the birth of Christ shows Chiron putting his student Aesculapius under hypnosis. The famous Delphic Oracle and all other oracles of that time worked under hypnosis, which was sometimes combined with volcano fumes.
Anthropologists tell us that hypnosis has been used by cultures all over the world for thousands of years. There are numerous documents, paintings, sculptures, books, and engravings, attesting to the pervasive role hypnosis has played in human history. Given this long and distinguished history of hypnosis, it is strange that modern business and sales executives are generally so ignorant of its power and practical uses.
In the 18th century, hypnosis was "discovered" by scientists. Medical doctors found that hypnosis could cure ailments that were resistant to other treatments. In the late s, Frederick Mesmer acquired fame all over Europe for his cures using "animal magnetism. The wealthy and powerful in Paris also sought Mesmer and to have been "mesmerized" was one of the great status-symbols of the day.
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In order to treat larger and larger numbers of people, Mesmer experimented with other ways of triggering and using "animal magnetism. Unfortunately, the sensationalism that accompanied Mesmer's work led to its becoming a fad. Mesmerism had a long life as a faddish movement but eventually other fads and political events caught the public's attention. Hypnosis again returned to the scientists and the priests. In the late s, Dr. Charcot, a neurologist, re-discovered hypnosis. His scientific studies proved there are distinct levels of hypnosis.
He documented how hypnosis could be used to induce many different emotional states, from extreme excitement to completely calm detachment to a light, pleasant sleep. Charcot showed how hypnosis could be used to reduce pain and to increase intellectual abilities. His findings were presented to the French Academy of Sciences and then received world-wide acclaim.
Charcot's work ushered in the new era of scientific hypnosis. Medical doctors, dentists, psychologists and other healing professionals have relied on hypnosis throughout the twentieth century. They see hypnosis as one of the most valuable and powerful tools in existence for changing human thought and behavior. Now, the business community is discovering the power and utility of hypnosis.
In the next chapter, you will be introduced to some tools of classic hypnosis that have been used for over two thousand years by politicians, rulers, doctors, priests and healers. Now, for the first time, we'll show how these hypnotic tools can be used to increase sales. Learning hypnotic language is therefore not a matter of learning a totally new subject, but is learning how to improve something you've been doing for a long time.
Let's look at some examples: We have all met someone we have liked and trusted almost instantly--without any reason or justification. This is called hypnotic trust. It works because the other person does or says something that reminds you subconsciously of a person you have trusted or liked for many years. Thus you virtually have to like him or her. Top salespeople intuitively know how to trigger hypnotic trust.
Trust is a key element of all hypnosis because it facilitates hypnosis. Trust elicits a suggestible state of mind by minimizing resistance. We listen to people we trust. We tend to follow their suggestions. Trust gives people power. Trust is perhaps the most powerful communication shortcut in existence. That's why politicians, psychologists, ministers, lawyers, managers, salespeople and parents are all interested in understanding how trust works.
Stop for a minute and picture one person who is able to persuade you. Do you have the picture? What gives that person his or her power? We will bet that you trust that person at a very deep level. If you didn't trust that person, your defenses would be up and you'd be much more critical of his or her suggestions. If you are an honest and reliable person, you can develop trust with almost anyone--given enough time! Think about your neighbors.
You might not have liked one of them the first time you saw him. Now, after three years, you have learned he is basically honest and keeps his place looking neat and tidy. He cares about the neighborhood. He is fairly friendly. Now, three years later, you trust him. In sales, time is limited. Learn more about Amazon Prime. Product details Hardcover Publisher: View shipping rates and policies Average Customer Review: Related Video Shorts 0 Upload your video.
Share your thoughts with other customers. Write a customer review. There was a problem filtering reviews right now. Please try again later. One person found this helpful. Have you been searching for practical knowledge that you can use to increase your sales? Mastering the Essentials of Sales: What You Need to Know to Close Every Sale, by Gerhard Gschwandtner, founder and publisher of Selling Power magazine, imparts down-to-earth advice that gives you exactly what you need to improve your sales efficiency and effectiveness.
Mastering the Essentials teaches powerful success lessons for both new and experienced sales professionals. In 51 concise essays, the author covers everything from teamwork to professional development, from roadblocks to solutions, from gaining perspective to focusing on productivity.
The fundamentals are the source of sales excellence, and Mastering the Essentials focuses on them. Read about the secrets of high achievers, how to create winning attitudes, and how to turn setbacks into comebacks. This reviewer found Mastering the Essentials to be eminently readable. I sat down and read the book cover to cover, but it can just as easily be read in snippets.
The chapters are short, and are packed with sales know-how. The book would be a masterful addition to any salesperson's library. I was SO very disappointed in this book once i began to read it. This book is almost feasible for a high school graduate considering sales as a profession.